Monetising Digital Audiences by Keith Ahern CEO Oomphahern
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Transcript of Monetising Digital Audiences by Keith Ahern CEO Oomphahern
Monetising digital audiences
@oomphhq @keithahernoomphhq.com
Keith AhernCEO Oomph, a division of Mogeneration
Overview
• Trends in tablet devices • Options for commercialisation • Achieving Scale
@oomphHQOomphHQ.com
Simply Smart Tablet Publishing
OomphHQ.com
#1 Magazine & #1 National Newspaper Powered by Oomph
Tablet apps can bring together the best design features of TV and print, the rich interactivity of
digital and the personalisation of touch – all in a trackable medium.
We are entering a new world where
Brands = Publishers = Developers
Trends in tablet devices
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Trends in tablet devices•NOW• Device: Apple iPad = 98% market AU
•12 Months• Devices: • Apple iPad 65+% of market• Android (and variations) 25%• Remainder: Windows 8 / Playbook
Source: PwC, Telsyte, Tabletwars
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Trends in tablet devices• Android Tablets != Android Mobiles
• People need phones every 18-24 months...phones need carriers...carriers don’t really like Apple...carriers push Android phones to consumers.
• People don’t need tablets...tablets don’t need carriers...no hard push...consumer chooses best product for price... Apple iPad.
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Trends in tablet devices• NOW
• Apple iPad Size: 9.7”, 1024x768, 4:3 132 ppi
• Android
• 7”, 1024x600, ~16:9, 170 ppi
• 10.1”, 1280x800, ~16.9, 149 ppi
• 12 Months
• Apple iPad 9.7” - 2048x1536, 4:3, 264 ppi
• Android: ??? Windows: 8??? (landscape)
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Web like vs. Magazine like• “The web is ugly” - every print designer on the planet
• “I love flipboard” - most iPad users on the planet
• “Gourmet Traveller is the #3 best iPad magazine in the world” - FIPP
• Magazine like:
• Better ad placement, full screen ads (remember there is deeper engagement on tablets - more likely to interact with ads and spend a long time in apps)
• More white space - more pleasant reading experience
• Less templated, when you flip a page you can capture the readers attention with strong design - adds value to your offering
Options for Commercialisation
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Options for Commercialisation
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Options for Commercialisation• If your aim is to make money, start with iPad and/or the web.
• Print replicas, especially in the consumer space, have a limited appeal, they are not optimised tablet experiences. Don’t look for big dollars here. Less important for corporate comms.
• Apps vs. HTML5 - its not one or the other. You can use HTML5 for content inside an App. You need apps for the app store presence, push messages, offline, responsive UI etc.
QUESTION - if the web is so great how come app stores exist?
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US Top Grossing appsReference, Books, Lifestyle
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AU Top Grossing appsReference, Books, Lifestyle
Growth in Tablet publishing verticals
pre-2010 2010 2011 2012+
ConsumerTechnicalmanuals Education
Corporate Comms
Field Sales/Support
Pharma/Healthcare
iPad iPad2
B2B
Options for Commercialisation•Paid app
• standalone
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Options for Commercialisation•Paid app
• standalone • in app purchasing
•once off
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IAP = freemium
Options for Commercialisation•Paid app
• standalone • in app purchasing
•once off •auto renew
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Options for Commercialisation•Paid app
• standalone • in app purchasing
•once off •auto renew•newsstand
•iOS Newsstand = automatic downloads of your subscribed magazines and newspapers. Coming ‘Fall’ 2011
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Options for Commercialisation•Paid app
• standalone • in app purchasing (iOS - similar methods in Android)
•once off •auto renew•newsstand
•Free App• sponsorship - DEMO Ralph Lauren
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Options for Commercialisation•Paid app
• standalone • in app purchasing (iOS - similar methods in Android)
•once off •auto renew•newsstand
•Free App• sponsorship • advertising - demo Fitness First Renault Ad
• 60% of viewed full screen iPad Ads have an engagement time of 5-10 seconds• 40% of viewed full screen iPad Ads have an engagement time of 10 seconds or more.
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Options for Commercialisation•Paid app
• standalone • in app purchasing (iOS - similar methods in Android)
•once off •auto renew•newsstand
•Free App• sponsorship • advertising
•Ecommerce - full size websites mostly work ok on tablets, become an affiliate to earn on tap throughs. With 2 tablets in every AU household by 2015 - this is a huge opportunity
@oomphHQOomphHQ.com
Options for Commercialisation•Paid app
• standalone • in app purchasing (iOS - similar methods in Android)
•once off •auto renew•newsstand
•Free App• sponsorship • advertising
•Ecommerce - full size websites mostly work ok on tablets, become an affiliate to earn on tap throughs. With 2 tablets in every AU household by 2015 - this is a huge opportunity
•Reduced print run can subsidise tablet version
@oomphHQOomphHQ.com
Achieving Scale• Replicas are scalable but as mentioned before, not a big growth area• Use a platform, don’t build custom apps where possible• Workflow improvements
• Use of styles• Templates• CMS integration (automation)• Better page design tools
• If working with a print edition, develop in parallel not one after the other - or at least plan them together• Outsource production
@oomphHQOomphHQ.com
Monetising digital audiences
Keith AhernCEO Oomph, a division of Mogeneration